Jim Brady discussing rationale behind TBD.com, explains difference between journalism OF the web vs journalism ON the web.:
The concept of TBD was to produce a local news operation that wasn’t just on the Web, but OF the Web. What that meant, in my view, was avoiding the trap of producing traditional journalistic forms and just throwing them up on the Web. To truly be OF the Web, you have to produce journalism in ways that works in that medium. Sometimes, that still means producing a traditional all-text narrative. But, more than that, it means truly engaging with your audience, which we did via very aggressive conversation and newsgathering done via social media, via live chats and by building a network of more than 200 local blogs and linking to them and selling advertising for many of them. Being of the Web means linking to other sites, so that you can become the first stop for readers interested in a topic and expose them to multiple voices in a region. It means not viewing mobile at something you have to do to check a box, but truly making an effort to produce a mobile site that thinks about that kind of information someone would want when disconnected from a laptop or desktop. It means not viewing the Web as just another platform. I hate the term “platform agnostic.” I think it’s totally backwards. Some content works on multiple platforms; most of it does not. So we tried to blend these elements — all of which had been done separately in other places — into a unique local blend. And the audience response and traffic suggests TBD is on to something. And many of the calls I’ve gotten about consulting are asking for guidance on how we built TBD, which suggests others see it as a viable model as well.
Leave a Reply